STARBUCKS INTEGRATED MARKETING COMMUNICATION CAMPAIGN

1. INTEGRATED MARKETING
COMMUNICATION
CAMPAIGN
PRESENTED BY-
GROUP 1
AANCHAL SAXENA –
PGMF1501
ADITI GUPTA -PGMF1502
AMIT CHAUHAN-PGMF1505
ANKIT KUMAR SINGH-
PGMF1507
PRASOON PALLAV- PGMF1529

2. INTEGRATED MARKETING
COMMUNICATION CAMPAIGN
• INTEGRATED MARKETING COMMUNICATION CAMPAIGNS
(IMCC) COMBINE NEW, AND TRADITIONAL MEDIA MARKETING
TOOLS AND TACTICS TO CONNECT WITH CONSUMERS ACROSS
MULTIPLE PLATFORMS.
• THE GOAL OF AN IMC IS TO INTEGRATE BRAND MESSAGING
ACROSS CHANNELS (MESSAGES ARE NOT PLATFORM-
SPECIFIC), AND TO INCREASE MARKET AND BRAND
AWARENESS, EVENTUALLY RESULTING IN FINANCIAL
BENEFITS.

3. Tools of IMC

4. • STARBUCKS CORPORATION, DOING BUSINESS AS
STARBUCKS COFFEE, IS AN AMERICAN COFFEE COMPANY
AND COFFEE HOUSE CHAIN BASED IN SEATTLE,
WASHINGTON.
• CEO: HOWARD SCHULTZ
• FOUNDED: MARCH 30, 1971, WASHINGTON, UNITED
STATES
• CAME TO INDIA IN COLLABORATION WITH “TATA GLOBAL
BEVERAGES” IN JANUARY 2011.
• THERE ARE 20,000 OUTLETS IN 64 COUNTRIES.
• ON AN AVERAGE, STARBUCKS OPEN 2 NEW STORES EVERY
DAY. SOURCE: Wikipedia

5. INTEGRATED MARKETING
COMMUNICATION CAMPAIGN
Starbucks
uses an
integrated
marketing
plan based
on social
media
implementat
ion with
several
working
parts, keeps
customers
involved and

6. BLOGS: IMPROVE THE CUSTOMER IN-STORE EXPERIENCE
BY LAUNCHING MYSTARBUCKS-IDEA.COM TO LEARN FROM
CUSTOMERS AND EMPLOYEES WHAT THEY LIKED AND DID
NOT LIKE, AND WHAT STARBUCKS COULD BE DOING BETTER-
REACHED 100,000 IDEAS.

7. TWITTER: ANSWER QUESTIONS, SHARE INFORMATION, LISTEN
TO CONSUMERS.
YOUTUBE: SHARE COMMERCIALS, AND INFORMATIONAL
VIDEOS ABOUT VOLUNTEER EFFORTS AND INGREDIENTS.
 FACEBOOK: INVITE FANS TO STARBUCKS EVENTS, SHARE
COMMENTS, POST PICTURES AND COMMUNICATE.

8. CURRENT PROMOTIONAL
STRATEGIES
 Clusters of Coffee Shop
 Adding Value
 Great Offers
 Getting Personal with the Customers.
 Free Wi-Fi for customers.
 Mobile Apps

9. MOBILE
APP WI-FI

10. FUTURE PROMOTIONAL IDEAS
 DEALING IN FOOD PRODUCTS
 ONLINE ORDER EXPERIENCE
 GEO LOCATIONS
 CARD FACILITY
 OFFER NEW DISHES, NEW FLAVORS ( LIKE CHOCOLATE MINT
FOR PEOPLE WHO DON’T LIKE COFFEE)
 SET A SUITABLE MINIMUM CHARGE
 TAKE PART IN SOCIAL ACTIVITIES (BY MAKING INVESTMENTS THAT
BENEFIT COFFEE PRODUCERS, THEIR FAMILIES AND COMMUNITIES, AND
THE NATURAL ENVIRONMENT)

11. CONCLUSION
• WHEN IMPLEMENTING AN INTEGRATED MARKETING
COMMUNICATION PLAN REMEMBER TO KEEP IN MIND THE
FOLLOWING:
 CAMPAIGN GOAL(S) MUST BE COMMUNICATED, AND
UNDERSTOOD THROUGHOUT THE COMPANY AND ACROSS
DEPARTMENTS IN ORDER TO BE SUCCESSFUL.
 ACTIVELY WORK TO KEEP COMMUNICATIONS COHESIVE
AND CONSISTENT; USE TECHNOLOGY TO KEEP ALL
EMPLOYEES ON THE SAME PAGE AND COMMUNICATE WITH
CUSTOMERS WITH THE CORRECT, CLEAR MESSAGE.
 CONSIDER PRIVATE BRANDED COMMUNITIES, USE NEW
FACEBOOK FEATURES “QUESTIONS” AND “PRIVATE
GROUPS” TO DELVE DEEPER INTO THE MINDS OF THE
CUSTOMER.